Last September, the innovations made on social media platform entirely stunned the fashion world, such as Marc Jacobs’ “Pop-Up Tweet Shop” in SOHO that swapped cash for tweets with the hashtag #MJDaisyChain to promote its Daisy Marc Jacobs fragrance.
During this past New York Fashion Week Fall/Winter 2015, brands are further advancing their investments in social media to drive online conversations and create publicity.
Twitter launched the #FashionFlock program this NYFW, where 50 influencers — designers, bloggers and celebrities from Marc Jacobs to Nina Garcia — tweet the goings-on of fashion week to create digital stories and encourage social sharing at fashion shows.
Big brands — including Ralph Lauren, Calvin Klein, and Tommy Hilfiger — put extensive efforts to promote online profile and generate social publicity during this past NYFW.
Last year, Tommy Hilfiger launched “Instagram Meet-Up” where twenty local Instagram users were invited to the label’s runway show and given backstage access to record what was happening live. This provided a different perspective of fashion week to millions of fans and consumers.
This year, Tommy Hilfiger took the live tweet a step further, applying Twitter’s Mirror technology to enable users to add additional graphics and text on one 30th anniversary look from its forthcoming collection. This allowed followers to see the label’s newest trends before showgoers.
Ralph Lauren unprecedentedly allowed reporters to post pictures snapped at the presentation on social media, which helped garner it 165 million impressions in the 24 hours following the event.
Calvin Klein extended blogger treatment to its retailers this past NYFW, empowering each of the label’s stores to share from the front row and drive local engagements, which is beyond just brand awareness and buzz.
Rachel Dodes, head of fashion partnerships at Twitter, said to FashionTimes.com on Feb. 16 “It’s gotten to the point where if you are not participating in the conversation, you are missing out.”
Social media now is no longer a novelty but a maturing digital channel that brands use to communicate its brand image with the public. Fashion houses all have websites, many offering e-commerce, as well as Twitter, Facebook and Instagram accounts.
Social media has not only made an elite fashion event more accessible to the average fashion consumers, but it has also allowed for word of mouth to overtake magazines as the biggest influence on consumers’ purchase decisions.
Consumers no longer only rely on opinions from fashion editors to keep informed with the cutting-edge design. They can also watch live-streamed videos from the runway on webs of fashion house, scroll through the Instagram feed of their favorite designers, and check #NYFW on Twitter for all the latest news of New York Fashion Week. Furthermore, they can voice their own opinions in real time on social media, creating a two-way conversation between consumers and brands.
The real challenge for fashion brands on social media so far is to create fascinating content on their social media to stand out. As more technology breakthroughs are expected, it will be interesting to see where social media takes its next step.]
Lingyi Hou is a contributing writer. Email her at email@example.com